Introduction:
Everyone can preach about success or failure, but who can hold your hand and walk with you through the process? Half CA on Amazon miniTV is a Hindi-language web series directed by Pratish Mehta and developed by Arunabh Kumar. The show tells the story of many in their journeys to become Chartered Accountants, highlighting the struggles and challenges of this demanding process. Figuratively and literally, it sums up the lives of CA aspirants.

Objective:
The campaign was based on the journeys of several lives in becoming Chartered Accountants (CAs), experiencing moments of self-doubt, failure, and success. The goal was to connect with existing CAs and share their journey with the users.

Results:
&bull; 30M+ viewership of the web show. &bull; Audiences related to the series and organically joined the campaign. &bull; 50M+ Instagram reach. &bull; 16M+ Twitter reach. &bull; 30k+ WhatsApp member reach.

Execution:
The WhatsApp community was reached through dedicated groups of CAs and others, spreading awareness of how difficult this journey is and the struggles aspirants must endure. The X (Twitter) campaign #HalfCAOnAmazonminiTV featured existing CAs sharing how their journeys closely mirrored the show's depiction. Instagram and Facebook campaigns were carried out through celebrity endorsements and handpicked social media influencers.

Half CA On Amazon miniTV

Introduction: Alright collaborated with Marque Berry to boost the visibility of their upcoming web series "Dude" and drive engagement with their YouTube channel. The partnership focused on leveraging popular meme pages and accounts on Instagram to create a buzz and increase interest in the show. The campaign successfully made the web series viral on the internet, leading to increased views and subscriber growth. Objective: The primary objectives of the campaign were to: <ul> <li>Make the web series "Dude" viral on the internet.</li> <li>Increase views on the Alright upcoming web series.</li> <li>Boost the number of subscribers on the YouTube channel.</li> <li>Generate buzz around the web shows on the internet.</li> </ul> Results: <ul> <li>Number of Meme Creators: 150</li> <li>Number of Meme Pages: 92</li> <li>Reach: Over 120 million</li> <li>Engagement Rate: 14%</li> <li>Average Views of First Episode: 21.4 million</li> </ul> Execution: The campaign was executed through a strategic approach involving several key components: <ol> <li> Meme Page Partnerships: <ul> <li>Collaborated with 150 meme creators and 92 meme pages on Instagram to generate buzz around the web series.</li> <li>Created and shared engaging meme content that highlighted aspects of the show and encouraged audience interaction.</li> </ul> </li> <li> Content Distribution: <ul> <li>Leveraged popular meme pages to distribute content related to "Dude," maximizing reach and engagement.</li> <li>Ensured that the content was tailored to resonate with the target audience and drive interest in the show.</li> </ul> </li> <li> Promotion and Buzz Creation: <ul> <li>Implemented strategies to create viral content that would capture the audience&rsquo;s attention and spark conversations about the web series.</li> <li>Used engaging and relatable memes to drive traffic to the YouTube channel and increase subscriber numbers.</li> </ul> </li> <li> Performance Monitoring: <ul> <li>Continuously tracked campaign performance to measure reach, engagement, and the number of views on the web series.</li> <li>Monitored feedback and adjusted strategies to optimize the campaign&rsquo;s effectiveness.</li> </ul> </li> <li> Results Achievement: <ul> <li>Achieved over 120 million in reach and a 14% engagement rate through the collaboration with meme creators and pages.</li> <li>The first episode of the web series garnered an impressive 21.4 million views, showcasing the campaign's success in driving interest and engagement.</li> </ul> </li> </ol> Through these efforts, the Alright x Marque Berry campaign successfully made the web series "Dude" viral on the internet, increased views and subscriber numbers, and generated significant buzz around the show. The strategic use of meme creators and Instagram pages played a crucial role in achieving these results.

Alright x Marque Berry Campaign Case Study

Introduction:
The Amazon Prime Video Carnival Festival campaign aimed to promote Prime Video's Streaming Month by showcasing available titles in the first week of June. The campaign sought to increase awareness about the variety of shows on Prime Video, highlight the benefits of a Prime Video subscription, and encourage social media conversations about Streaming Month.

Objective:
The primary objectives of the campaign were to:
<ul>
 <li>Inform people about the advantages of taking a Prime Video subscription.</li>
 <li>Increase awareness of the shows available on Prime Video.</li>
 <li>Promote The Carnival Month of Amazon Prime Video on social media.</li>
</ul>

Results:
<ul>
 <li>Number of OTT Pages: 72</li>
 <li>Number of Campaign Posts: 93</li>
 <li>Total Reach of Posts: 3.8 Million</li>
 <li>Total Likes Received: Over 420,000</li>
</ul>

Execution:
The campaign was executed through a targeted social media strategy involving several key steps:
<ol>
 <li>
 Content Creation and Distribution:
 <ul>
 <li>Created 93 engaging and informative posts highlighting the shows available on Prime Video.</li>
 <li>Distributed these posts across 72 OTT-focused social media pages to maximize reach and engagement.</li>
 </ul>
 </li>
 <li>
 Educating the Audience:
 <ul>
 <li>Shared posts that informed the audience about the benefits of subscribing to Prime Video, including exclusive content, early access to new releases, and a wide variety of shows and movies.</li>
 <li>Emphasized the special offerings during The Carnival Month to create a sense of urgency and excitement.</li>
 </ul>
 </li>
 <li>
 Social Media Engagement:
 <ul>
 <li>Encouraged social media users to share their favorite Prime Video shows and experiences using dedicated hashtags.</li>
 <li>Ran interactive posts and contests to drive engagement and foster a community around Prime Video content.</li>
 </ul>
 </li>
 <li>
 Highlighting Streaming Month:
 <ul>
 <li>Promoted the concept of Streaming Month, encouraging users to explore and discuss the wide range of titles available on Prime Video.</li>
 <li>Used eye-catching visuals and engaging copy to capture the audience's attention and generate interest.</li>
 </ul>
 </li>
</ol>

Performance Monitoring:
<ul>
 <li>Continuously monitored the campaign's performance across social media platforms.</li>
 <li>Tracked metrics such as reach, likes, and engagement to measure success and make necessary adjustments.</li>
</ul>

Through these efforts, the Amazon Prime Video Carnival Festival campaign successfully increased awareness and engagement around Prime Video's Streaming Month. The strategic use of informative content, social media engagement, and targeted distribution played a crucial role in achieving these results.

Carnival Festival Campaign Case Study

Introduction: Biryani By Kilo (BBK) is a premium brand committed to delivering the rich flavors of traditional biryani through authentic cooking techniques and meticulous packaging. Our goal was to introduce BBK as a premium brand with exquisite taste to a broader audience using meme pages to highlight BBK's distinctive packaging style, enticing the public to experience the luxury of BBK's offerings. Objective: <ul> <li>Introduce Biryani By Kilo as a premium brand to a broader audience.</li> <li>Highlight BBK's unique packaging style using engaging content.</li> <li>Increase brand awareness and follower growth on social media.</li> </ul> Execution: We implemented a strategic approach to engage 15 influential meme pages with significant Instagram followings to spotlight BBK's premium packaging. The strategy involved crafting 15 distinct content pieces, including static images and reels, tailored for each meme page, leveraging content from a travel influencer's YouTube video. The content was strategically scheduled to go live on Wednesday, Thursday, and Friday between 5:00 PM and 7:00 PM, ensuring maximum exposure during peak hours. Upon completion, all content was promptly published, maximizing reach and impact. Results: The BBK meme seeding strategy, comprising 15 pages featuring 15 deliverable posts and reels, reached a collective follower base of 22 million. The campaign results exceeded expectations: <ul> <li>Total Reach: 9 million (surpassing the promised reach by 5.2 million)</li> <li>Total Likes: 200,000</li> <li>Total Comments: 923</li> <li>Follower Growth on Brand Page: 700+ in just 3 days</li> </ul> Conclusion: The Biryani By Kilo campaign successfully introduced the brand as a premium choice for traditional biryani, leveraging the power of meme pages to amplify its reach and engagement. The strategic use of influencer content, well-timed posts, and engaging visuals resulted in significant brand visibility and follower growth. This case study demonstrates Marque Berry's expertise in crafting impactful campaigns that resonate with audiences and drive tangible results.

Biryani By Kilo (BBK) Campaign

Introduction:
Bloody Daddy, an Indian Hindi-language film starring Shahid Kapoor in the lead role as an anti-hero, is directed by Ali Abbas Zafar. This action thriller is hideously funny, unpredictable, brutal, and brave. At a time when content is evolving, characters are no longer strictly white or black but grey and realistic. Our task on the marketing end was to ensure the key message of the movie — that the character is flawed — was communicated clearly to the viewers.

Objective:
The strategy was to highlight Shahid Kapoor's ace acting performance and to emphasize that there is no absolute right or wrong — only wrong and a lesser wrong. The goal was to bond with the audience as an entertainer while recognizing that segments of society consist of flawed individuals who sometimes choose the lesser wrong. In simple terms, the objective was: acknowledge, accept, and converse.

Results:
&bull; Instagram Meme Reach: 20M+ &bull; Instagram Edit / Fan page Reach: 14M+ &bull; Bloody Daddy became the most viewed movie on the Jio Cinema app for two consecutive weeks.

Execution:
The campaign execution focused on increasing Shahid Kapoor's popularity and positioning him in mass-appeal films, highlighting the film's narrative, and reaching out to younger audiences and action lovers. The social media posts included humorous content and recommendations that amplified the movie as a wholesome entertainer, not just another crime

Bloody Daddy on Jio Studios

Introduction:
The project involved the strategic marketing and promotion of a comedy drama featuring multiple internet sensations and social media influencers. The objective was to maintain a humorous tone throughout the show while ensuring relatability and engaging drama.

Objective:
The campaign was executed in three distinct phases to build anticipation and generate buzz around the character, Constable Girpade.

Phase 1: Teaser Name Circulation
The focus was on marketing Constable Girpade as an always helpful and kind character without revealing his face or announcing the show. The strategy included mass circulation of the character's name to create intrigue.

Phase 2: Teaser Launch
With the teaser release, the campaign transitioned to revealing Constable Girpade's identity and emphasizing the excitement of discovering the character. The objective was to generate awareness and interest in the show.

Phase 3: Trailer Launch
This phase involved seeding the trailer and leveraging it to enhance the character's popularity. The trailer was strategically used to highlight Constable Girpade's identity, contributing to the overall success of the campaign.

Results & Execution:
The show's popularity centered around Constable Girpade, with the hashtag #ConstableGirpade prominently used throughout the campaign.

Phase 1: Instagram Meme Campaign
Utilized an ambiguous unknown source to spark conversations about Constable Girpade. Posters featuring social media influencers were created, maintaining secrecy around the character. The campaign achieved a reach of 6.5M and an engagement of 985k with 48,483 shares.

Phase 2: Fan Pages and Organic Reach
Fan pages were established, leveraging the organic reach and popularity gained from Phase 1. Comments from fan pages were strategically placed on relevant platforms. The Instagram Meme Campaign in Phase 2 reached 9.2M with an engagement of 1.8M and 79,672 shares.

Phase 3: Comprehensive Engagement
Focused on memes portraying Constable Girpade's idealism, relatability, and personal life nuances. The Instagram Meme Campaign in Phase 3 reached 32M with an engagement of 4.8M and 220k shares.

Observations:
Fan pages dedicated to Constable Girpade were successfully established. Social media users actively participated in sharing memes and creative content, organically contributing to the campaign's success. Key individuals, namely Kushaal Pawar, Chandni Bhabhda, and Neel Salekar, received significant praise on various social media platforms.

Constable Girpade

Flam App Campaign

Introduction:
In celebration of Valentine's Day, Havmor introduced a special product: the Red Velvet Heartbeat Ice Cream Cake. This limited-edition offering was designed to create a unique and romantic experience for couples, highlighting the theme of love and togetherness. The campaign aimed to capture the essence of the occasion and elevate the brand's presence in the market.

Objective:
The primary objective of the campaign was to promote Havmor's Red Velvet Heartbeat Ice Cream Cake by:
<ul>
 <li>Creating a memorable and romantic experience for couples.</li>
 <li>Enhancing brand engagement through targeted marketing efforts centered around Valentine's Day.</li>
 <li>Increasing awareness and interest in the product.</li>
</ul>

Results:
<ul>
 <li>Total Creators Involved: 150</li>
 <li>Achieved Reach: 25 Million</li>
 <li>Achieved Likes: 3 Million</li>
 <li>Engagement Rate: 5.2%</li>
</ul>

Execution:
Marque Berry crafted a multi-faceted promotional strategy to generate excitement and buzz around the Red Velvet Heartbeat Ice Cream Cake. The campaign was executed through several key steps:
<ol>
 <li>
 Influencer Collaborations:
 <ul>
 <li>Collaborated with 150 creators to amplify the campaign's reach and engagement.</li>
 <li>Creators shared their own experiences and romantic moments with the product, creating authentic and relatable content.</li>
 </ul>
 </li>
 <li>
 Social Media Campaigns:
 <ul>
 <li>Launched targeted campaigns on platforms like Instagram, Facebook, and Twitter.</li>
 <li>Used hashtags and engaging content to encourage user participation and sharing.</li>
 </ul>
 </li>
 <li>
 Content Creation:
 <ul>
 <li>Developed visually appealing promotional materials that emphasized the romantic and celebratory essence of the product.</li>
 <li>Created videos, images, and stories showcasing the product's unique features and its appeal as a Valentine's Day treat.</li>
 </ul>
 </li>
 <li>
 Engagement Tactics:
 <ul>
 <li>Encouraged couples to share their own moments with the Red Velvet Heartbeat Ice Cream Cake using a dedicated campaign hashtag.</li>
 <li>Ran contests and giveaways to further drive engagement and interaction with the brand.</li>
 </ul>
 </li>
 <li>
 Performance Monitoring:
 <ul>
 <li>Continuously monitored the campaign's performance to ensure effective communication and maximum reach.</li>
 <li>Adjusted strategies as needed based on real-time data and feedback.</li>
 </ul>
 </li>
</ol>

Through these efforts, the campaign successfully enhanced Havmor's brand visibility and engagement, making the Red Velvet Heartbeat Ice Cream Cake a popular choice for couples celebrating Valentine's Day.

Havmor Valentine's Day Campaign Case Study

Introduction:
The campaign focused on promoting the live streaming of IPL 2024 on Star Sports. By conceptualizing, creating, and executing memes based on Star Sports' IPL 2024 ad film, the campaign aimed to integrate characters from the ad with current social media trends and relatable memes to enhance virality. The objective was to highlight the exciting news that IPL 2024 will stream live on Star Sports, providing mass entertainment to viewers at home.

Objective:
The primary objectives of the campaign were to:
<ul>
 <li>Promote the news that IPL 2024 will stream live on Star Sports.</li>
 <li>Create a viral buzz using memes and social media trends.</li>
 <li>Reach a wide audience and enhance viewer engagement.</li>
 <li>Emphasize the entertainment value of watching IPL 2024 at home on Star Sports.</li>
</ul>

Results:
<ul>
 <li>Expected Reach: 18 Million</li>
 <li>Achieved Reach: 19.2 Million</li>
 <li>Overall Likes: 2 Million+</li>
 <li>Overall Engagement: 2.2 Million</li>
 <li>Total Comments: 3,400+</li>
 <li>Total Shares: 50,000</li>
</ul>

Execution:
The campaign was executed through a well-planned strategy involving multiple elements:
<ol>
 <li>
 Meme Seeding Strategy:
 <ul>
 <li>Implemented a meme seeding plan across 98 pages with a total follower base of 180 million.</li>
 <li>Created 98 deliverable posts and reels featuring content derived from the IPL 2024 ad film, ensuring wide dissemination.</li>
 </ul>
 </li>
 <li>
 Creative Content Development:
 <ul>
 <li>Developed memes that integrated characters from the IPL 2024 ad film with current social media trends and relatable themes.</li>
 <li>Used these memes to engage audiences and enhance virality.</li>
 </ul>
 </li>
 <li>
 Social Media Campaigns:
 <ul>
 <li>Launched targeted campaigns on platforms like Instagram and Facebook using the hashtag #IPLONSTAR.</li>
 <li>Focused on emphasizing the excitement of watching IPL 2024 live on Star Sports, creating a buzz around the big screen experience.</li>
 </ul>
 </li>
 <li>
 Engagement Tactics:
 <ul>
 <li>Encouraged users to share their experiences and enjoyment of watching IPL on Star Sports.</li>
 <li>Ran contests and interactive posts to drive engagement and participation.</li>
 </ul>
 </li>
 <li>
 Celebrity Amplification:
 <ul>
 <li>Leveraged the presence of cricket celebrities and influencers to amplify the campaign's reach.</li>
 <li>Celebrities shared memes and posts related to the campaign, further increasing visibility.</li>
 </ul>
 </li>
 <li>
 Performance Monitoring:
 <ul>
 <li>Monitored the campaign's performance in real-time to ensure maximum effectiveness.</li>
 <li>Tracked key metrics such as reach, engagement, comments, and shares to measure success.</li>
 </ul>
 </li>
</ol>

Through these efforts, the campaign successfully exceeded its expected reach and generated significant engagement, making the news of IPL 2024 streaming live on Star Sports a viral topic. The strategic use of memes, social media trends, and celebrity amplification played a crucial role in achieving these results.

IPL 2024 Campaign Case Study

Campaign Objective The primary goal of this campaign was to create buzz and drive engagement for the movie "Kill" by leveraging popular social media influencers and creators. The aim was to reach the correct target audience and generate strong word-of-mouth promotion through humorous and relatable content. Target Audience The target audience for this campaign included young adults and teenagers who are active on social media, particularly Instagram. The focus was on those who enjoy humorous content, male friendships, and quirky reviews. Strategy The strategy involved collaborating with three popular social media creators who have a significant following and are known for their humorous takes on male-centric themes. Execution: Hustling Ranjan and His Group Why this idea This approach ensured the campaign reached the right audience for the movie while fostering word-of-mouth promotion. Content Hustling Ranjan and his fellow creators are popular on Instagram for their humorous reels about male friendships. They created a series of reels specifically for "Kill," highlighting the movie's themes and adding their comedic touch. Satish Ray&rsquo;s Killer Review Why this idea Satish Ray's unique style of hyping things up without actually hyping them was ideal for promoting "Kill" and resonating with the target audience. Content Satish Ray's popular IP "Maza Nahi Aaya" was utilized to create a signature review of "Kill," blending his unique humor with key elements from the movie. Sanyam Sharma&rsquo;s Analysis Why this idea Given the male-centric nature of the movie, Sanyam Sharma was the perfect fit to deliver a humorous and relatable analysis. Content Known for his funny reels on men and their life challenges, Sanyam Sharma (aka @sharmajikabaddabeta) created engaging content that resonated with the target audience, providing a funny and insightful analysis of "Kill." Results Reach 2.8 Million Likes 120,000 Shares 19600 Engagement (Comment+ share+ save) 21400 Conclusion The campaign successfully leveraged the popularity and unique styles of the chosen creators to promote "Kill." By reaching the correct target audience and generating significant word-of-mouth buzz, the campaign effectively created anticipation and interest in the movie. The humorous and relatable content resonated well with viewers, leading to high engagement and a strong promotional impact


---

Creator-Led Buzz for "Kill" Movie

MyTeam11 Campaign

Introduction: Hotstar's new hit series, Bad Cop, demanded a bold and dynamic promotional campaign that resonated with its gritty essence. Marque Berry rose to the challenge, creating eye-catching teasers and engaging social media content to capture the intense spirit of the show. This case study outlines the strategy, execution, and phenomenal results of the campaign.
Objective: The campaign aimed to: <ul> <li>Promote Hotstar’s new series, Bad Cop.</li> <li>Capture the gritty essence of the show through engaging social media content.</li> <li>Achieve high levels of engagement and reach among the target audience.</li> </ul>
Execution: 1. Teasers and Social Media Content: We crafted eye-catching teasers that highlighted key moments from the show, creating anticipation and excitement among potential viewers. These teasers were strategically released across various social media platforms.
2. Meme Seeding Strategy: We collaborated with Adoro creators to develop memes based on Bad Cop’s templates. This strategy involved: <ul> <li>Pages: 199</li> <li>Posts and Reels: 299 deliverables</li> <li>Follower Base: 329.8 million</li> </ul>
3. Influencer and Community Engagement: Influencers who resonated with the show’s target audience helped amplify the campaign’s reach. Their engagement fostered an organic buzz, making the series a trending topic on social media.
Results: The campaign achieved outstanding results in just four days: <ul> <li>Achieved Reach: 62.28 million (surpassing the expected reach of 46 million)</li> <li>Total Views: 55.8 million</li> <li>Total Likes: 3.80 million</li> <li>Total Engagement: 4.2 million</li> <li>WhatsApp Sticker Views: 31.9 million</li> <li>Total Comments: 100+</li> <li>Total Shares: 30,000</li> </ul>
The buzz created around Bad Cop was palpable, with fans eagerly discussing and sharing content related to the show.
Conclusion: The success of the Bad Cop campaign showcases Marque Berry's ability to deliver innovative and effective marketing strategies. The campaign not only achieved but surpassed its goals, generating significant excitement and engagement among fans. This case study demonstrates our expertise in creating impactful promotional campaigns that drive results.

Promoting Hotstar’s Hit Series, Bad Cop

Introduction:
The Salaar campaign aimed to generate anticipation for its release on Hotstar, targeting action movie enthusiasts, Prabhas fans, and the Hindi-speaking audience. Through a three-phase strategy, the campaign sought to maximize engagement and buzz around the movie, leveraging pop culture references and the lead character's alpha male persona to sustain audience interest and excitement.

Objective:
The primary objectives of the campaign were to:
<ul>
 <li>Create anticipation and demand for the Hindi version of Salaar.</li>
 <li>Maximize awareness and engagement for the movie's release on Hotstar.</li>
 <li>Maintain post-release buzz and viewer engagement through strategic promotion and pop culture integration.</li>
</ul>

Results:
<ul>
 <li>Achieved Reach: 91 Million</li>
 <li>Overall Likes: 6.2 Million+</li>
 <li>Overall Engagement: 7 Million+</li>
 <li>Total Comments: Data not provided</li>
 <li>Total Shares: Data not provided</li>
</ul>

Execution:
The campaign was executed through a three-phase strategic approach:
<ol>
 <li>
 Phase 1: Pre-Release Excitement
 <ul>
 <li>Utilized the Hindi trailer of Salaar to create initial excitement.</li>
 <li>Released teaser clips of action sequences to build anticipation organically.</li>
 <li>Crafted memes and engaging creatives to generate demand for the Hindi version release.</li>
 </ul>
 </li>
 <li>
 Phase 2: Release Awareness
 <ul>
 <li>Announced the Hindi version's release on Hotstar, utilizing the hashtag #SalaarOnHotstar to foster broad engagement and sharing.</li>
 <li>Maximized awareness through targeted social media campaigns, encouraging audience participation and buzz.</li>
 </ul>
 </li>
 <li>
 Phase 3: Post-Release Promotion
 <ul>
 <li>Focused on the alpha male persona of the lead character as a protector of the masses.</li>
 <li>Emphasized the high-octane entertainment value of the movie and shared positive viewer reviews.</li>
 <li>Leveraged pop culture references to enhance audience engagement and sustain interest.</li>
 </ul>
 </li>
</ol>

Seeding Plan:
<ul>
 <li>The campaign's seeding plan involved 544 pages with 553 deliverable posts and reels, reaching a total follower base of 523.6 million.</li>
 <li>This extensive reach ensured widespread dissemination of the campaign content and maximized audience engagement.</li>
</ul>

Performance Monitoring:
<ul>
 <li>Monitored the campaign's performance in real-time to ensure maximum effectiveness.</li>
 <li>Tracked key metrics such as reach, engagement, likes, and shares to measure success and make necessary adjustments.</li>
</ul>

Through this well-structured three-phase approach, the Salaar campaign successfully achieved viral status, generating significant anticipation, awareness, and post-release engagement. The strategic use of trailers, memes, and pop culture references played a crucial role in sustaining audience interest and maximizing the movie's impact on Hotstar.

Salaar Campaign Case Study

Introduction:
Citroën India launched an ambitious campaign featuring MS Dhoni as their brand ambassador. The "Do What Matters" campaign kicked off with the Citroën Team Dhoni initiative, aimed at rallying fans to support the Indian Cricket Team during the T20 World Championship. This case study outlines the campaign's objectives, execution, and impressive results.

Objective:
The campaign aimed to:
<ul>
 <li>Promote Citroën cars by leveraging MS Dhoni's universal appeal.</li>
 <li>Rally fans to support the Indian Cricket Team during the T20 World Championship.</li>
 <li>Highlight the importance of sophistication, substance, excellence, and reliability in Citroën vehicles.</li>
</ul>

Execution:
The campaign was divided into four strategic phases:
<ol>
 <li>
 Bomb Drop:
 <ul>
 <li>MS Dhoni announced the creation of his own team, Citroën Team Dhoni.</li>
 <li>Hype was created on Facebook and Instagram through posts and stories, generating curiosity and excitement.</li>
 </ul>
 </li>
 <li>
 Press Conference:
 <ul>
 <li>Officially introduced MS Dhoni as the brand ambassador for Citroën in India.</li>
 <li>Promoted the event on Instagram, marketing pages, Facebook, and through influential tweets by personalities like Mufaddal Vohra, KPS Gill, and Swati C.</li>
 </ul>
 </li>
 <li>
 UGC Video:
 <ul>
 <li>Encouraged users to generate their own videos with the hashtag #CitroenTeamDhoni.</li>
 </ul>
 </li>
 <li>
 Manifesto Video:
 <ul>
 <li>Highlighted the journey of MS Dhoni and Citroën, showcasing their shared values of excellence and reliability.</li>
 </ul>
 </li>
</ol>

Results:
The Citroën Team Dhoni campaign achieved remarkable results:
<ul>
 <li>Total Pages: 116</li>
 <li>Total Deliverables: 224</li>
 <li>Twitter Trending: 4 hours</li>
 <li>Total Follower Base: 90 million</li>
 <li>Achieved Reach: 42 million</li>
 <li>Total Likes: 4.5 million</li>
 <li>Total Comments: 3,500</li>
</ul>

Conclusion:
The Citroën Team Dhoni campaign successfully harnessed the star power of MS Dhoni to promote Citroën vehicles and rally support for the Indian Cricket Team. The multi-phase strategy generated significant buzz, engagement, and reach, highlighting Citroën's commitment to excellence and reliability. This campaign was executed by Leo Burnett, Mumbai, and Meme Creatives, with distribution across all social platforms (seeding of creatives) handled by Marque Berry.

Seeding Citroën Team Dhoni Campaign

Introduction:
The campaign aimed to leverage the release of "Class," a music album song associated with the web show "Showtime" on Hotstar's OTT platform. The goal was to create a viral buzz and maximize online visibility by engaging meme and music pages on Instagram and Facebook, using captivating creatives derived from the album video and showcasing the show's affiliation with popular celebrities.

Objective:
The primary objectives of the campaign were to:
<ul>
 <li>Promote the "Class" music album associated with the web show "Showtime."</li>
 <li>Engage meme and music pages to generate viral content.</li>
 <li>Amplify the presence of associated celebrities to maximize online visibility.</li>
 <li>Achieve a significant reach and high levels of engagement on social media platforms.</li>
</ul>

Results:
<ul>
 <li>Expected Reach: 10 Million</li>
 <li>Achieved Reach: 12.3 Million</li>
 <li>Total Engagement: 1.1 Million</li>
 <li>Usage of Showtime Song: 262 times</li>
 <li>Total Comments: 10,000+</li>
 <li>Total Shares: 50,000</li>
</ul>

Execution:
The campaign was executed through a strategic approach involving multiple tactics:
<ol>
 <li>
 Influencer and Community Engagement:
 <ul>
 <li>Collaborated with influencers and music pages on Instagram and Facebook to promote the "Class" album.</li>
 <li>Engaged a community of influencers to use the album's audio in their posts, sparking a new sensation and amplifying the campaign's reach.</li>
 </ul>
 </li>
 <li>
 Meme Seeding Strategy:
 <ul>
 <li>Implemented a meme seeding strategy across 126 pages with a collective follower base of 85.7 million.</li>
 <li>Created 126 deliverable posts and reels featuring content derived from the album video, ensuring wide dissemination.</li>
 </ul>
 </li>
 <li>
 Creative Content:
 <ul>
 <li>Developed captivating creatives that showcased the album video and highlighted the show's affiliation.</li>
 <li>Used these creatives to engage meme and music pages, encouraging them to share and promote the content.</li>
 </ul>
 </li>
 <li>
 Celebrity Amplification:
 <ul>
 <li>Leveraged the presence of celebrities associated with the web show to create viral buzz.</li>
 <li>Celebrities shared content related to the album, further amplifying its reach and visibility.</li>
 </ul>
 </li>
 <li>
 Social Media Campaigns:
 <ul>
 <li>Launched targeted campaigns on Instagram and Facebook, focusing on meme and music pages.</li>
 <li>Utilized hashtags and engaging visuals to drive user participation and sharing.</li>
 </ul>
 </li>
 <li>
 Performance Monitoring:
 <ul>
 <li>Monitored the campaign's performance in real-time, making adjustments as needed to maximize effectiveness.</li>
 <li>Tracked metrics such as reach, engagement, comments, and shares to gauge success.</li>
 </ul>
 </li>
</ol>

Through these efforts, the campaign successfully exceeded its expected reach and generated significant engagement, making the "Class" music album a prominent presence in digital media. The strategic use of influencers, meme pages, and celebrity amplification played a crucial role in achieving these results.

ShowTime 'Class' Album Campaign Case Study

The much-anticipated release of the Marathi blockbuster 'Baipan Bhari Deva' in Hindi on Disney Plus Hotstar has not only broadened the film’s audience but also introduced its compelling story to a broader demographic, transcending language barriers. Here’s a detailed look at the strategy and results of this remarkable achievement.
<h2>Objective</h2>
The primary objective of this campaign was to announce and celebrate the Hindi release of 'Baipan Bhari Deva' on Disney Plus Hotstar, aiming to:
<ul>
 <li>Expand the film’s reach beyond Marathi-speaking audiences.</li>
 <li>Share the empowering and compelling story of Baipan with a broader audience.</li>
 <li>Harness the power of digital media and influencer marketing to drive engagement and viewership.</li>
</ul>
<h2>Strategy</h2>
<h3>Phase 1: Announcement</h3>
We are delighted to announce the awaited release of the Marathi blockbuster 'Baipan Bhari Deva' in Hindi on Disney Plus Hotstar. This release aims to broaden its audience and share the empowering story of Baipan with viewers across India. The announcement was strategically timed and amplified through various digital platforms to generate buzz and anticipation.
<h3>Phase 2: Audience Feedback</h3>
Post-release, we conducted a comprehensive manual review of over 100 pages of audience feedback. The results were overwhelmingly positive:
<ul>
 <li>80% of the feedback expressed positivity, particularly praising the film’s portrayal of women empowerment.</li>
 <li>5% of the feedback was neutral, engaging with the film’s content but not expressing strong opinions.</li>
</ul>
This feedback was instrumental in understanding the audience’s reception and the film’s impact on various demographics.
<h3>Phase 3: Impact and Reach</h3>
The film's reach and engagement far exceeded our expectations. Key metrics included:
<ul>
 <li>Expected Reach: 36.5 Million</li>
 <li>Achieved Reach: 69.2 Million</li>
 <li>Total Likes: 2.55 Million</li>
 <li>Total Engagement: 2.8 Million</li>
 <li>Total Comments: 10,000+</li>
 <li>Total Shares: 110,000</li>
</ul>
The exceptional quality of the film and the strategic release in Hindi played significant roles in achieving these numbers.
<h2>Observation</h2>
The Baipan Bhari Deva meme seeding strategy was a crucial component of the campaign’s success. Here are some highlights:
<ul>
 <li>Meme Seeding Strategy: Engaged 260 pages with 436 posts and reels.</li>
 <li>Combined Follower Base: 470 Million.</li>
 <li>Achieved Reach: 69.2 Million, compared to the expected 36.5 Million.</li>
</ul>
The strategy involved leveraging influencer marketing and women-centric pages on Instagram, which enthusiastically embraced and promoted the content. This approach not only increased visibility but also created a new sensation around the film.
<h2>Metrics</h2>
The detailed metrics underline the campaign's success:
<ul>
 <li>Expected Reach: 36.5 Million</li>
 <li>Achieved Reach: 69.2 Million</li>
 <li>Total Likes: 2.55 Million</li>
 <li>Total Engagement: 2.8 Million</li>
 <li>Total Comments: 10,000+</li>
 <li>Total Shares: 110,000</li>
</ul>
These figures reflect the film’s significant impact and the effectiveness of our digital strategy.
<h2>Conclusion</h2>
The Hindi release of 'Baipan Bhari Deva' on Disney Plus Hotstar was a massive success, highlighting its significant impact in digital media. Influencers and women-centric pages on Instagram enthusiastically embraced the content, creating a new sensation and greatly expanding our reach. This case study showcases the power of strategic digital marketing and the potential of high-quality content to transcend language barriers and captivate a diverse audience.
For more updates on 'Baipan Bhari Deva' and other blockbuster releases, follow us on Disney Plus Hotstar and stay tuned for more exciting content!

Phenomenal Success of 'Baipan Bhari Deva'

Dance+ Pro is an exhilarating dance reality show available on Hotstar, designed to showcase the immense talent and creativity of dancers from across the country. Elevating the realm of dance reality shows, Dance+ Pro offers a compelling mix of talent, innovation, and inspiration, standing as a testament to the power of dance to connect, inspire, and entertain audiences.

<h2>Objective</h2>
The primary objective of the Dance+ Pro initiative on Hotstar was to broaden the show's reach and introduce its captivating performances to a wider audience. This digital adaptation aimed to tap into younger demographics and enhance engagement through innovative content strategies.

<h2>Strategy</h2>
<h3>Phase 1: Manual Review and Audience Feedback</h3>
After manually reviewing over 100 pages of audience feedback, we found:
<ul>
 <li>85% Positive Feedback: Viewers praised the show's high-quality performances and the excitement of an OTT-first release.</li>
 <li>8% Neutral Feedback: Discussions centered around the judges and special guest content, indicating a healthy interest in all aspects of the show.</li>
</ul>

<h3>Phase 2: Sponsor Engagement and Content Integration</h3>
The show attracted significant interest from sponsors due to its adaptable format, which is ideal for content integrations. Originally made for TV, Dance+ Pro was effectively adapted for digital to target younger audiences, making it a valuable investment for sponsors looking to engage this demographic.

<h2>Observations</h2>
<h3>IPL Meme Seeding Plan</h3>
The IPL meme seeding plan was an integral part of our strategy. Here are the key metrics and outcomes:
<ul>
 <li>Pages Involved: 313</li>
 <li>Posts and Reels: 493</li>
 <li>Total Follower Base: 313 Million</li>
 <li>Expected Reach: 40 Million</li>
 <li>Achieved Reach: 54 Million</li>
</ul>
The campaign garnered significant engagement:
<ul>
 <li>Likes: 2.8 Million</li>
 <li>Total Engagements: 3.2 Million</li>
</ul>
The success of this plan demonstrated the effectiveness of meme seeding in amplifying reach and engagement.

<h3>Dance+ Pro Campaign</h3>
The Dance+ Pro campaign also achieved remarkable success through a targeted seeding plan:
<ul>
 <li>Seeding Plan: Featured the best performances and moments across Instagram, Facebook, and YouTube.</li>
 <li>Influencer Engagement: Targeted dance influencers to keep the show relevant and engaging.</li>
 <li>Focus Period: The "Influencer of the Week" strategy was implemented to maintain conversations and engagement during January and February.</li>
</ul>
The campaign resulted in:
<ul>
 <li>Comments: 130,461</li>
 <li>Shares: 250,000</li>
</ul>
These numbers indicate the campaign's viral nature and its ability to captivate and engage a broad audience.

<h2>Conclusion</h2>
Both the IPL meme plan and the Dance+ Pro campaign exceeded expectations, achieving remarkable reach and engagement. Their success was driven by strategic influencer engagement and high-quality content, resulting in significant interactions and shares.
The Dance+ Pro initiative on Hotstar successfully broadened the show's reach and captivated a diverse audience, proving the power of strategic digital adaptation and influencer marketing in enhancing viewer engagement and expanding the audience base.
For more captivating dance performances and updates, follow Dance+ Pro on Hotstar and join us in celebrating the art of dance.

The Triumph of Dance+ Pro on Hotstar

Introduction:
"Sultan of Delhi" is a 2023 Indian Hindi-language web series directed by Milan Luthria and based on Arnab Ray's book "Sultan of Delhi: Ascension." Set in the 1960s, the series is an action thriller featuring drama, romance, action, and friendship, portraying a part of Delhi's history. The campaign aimed to create a buzz around the show and highlight the standout performances of its cast.

Objective:
The primary objectives of the campaign were to:
<ul>
 <li>Achieve Twitter trending status to generate buzz around the show.</li>
 <li>Highlight the performances of the main cast members individually and collectively.</li>
 <li>Create widespread conversation and engagement about the show on social media.</li>
</ul>

Results:
<ul>
 <li>Twitter Trending: Achieved trending status for 4 hours.</li>
 <li>Achieved Reach: 300M+</li>
 <li>Tweets: 10,000+</li>
</ul>

Execution:
The campaign was executed with a strategic approach involving several key components:
<ol>
 <li>
 Hashtag and Trending Strategy:
 <ul>
 <li>Launched the campaign with the hashtag #SultanOfDelhi to maximize visibility and engagement on Twitter.</li>
 <li>Focused on creating a trending topic to capture the audience’s attention and generate conversation.</li>
 </ul>
 </li>
 <li>
 Influencer and Celebrity Engagement:
 <ul>
 <li>Engaged a pool of handpicked Twitter influencers and celebrities to create buzz around the show.</li>
 <li>Influencers and celebrities tweeted about the show, highlighting key performances and aspects of the series.</li>
 </ul>
 </li>
 <li>
 Viral Content Creation:
 <ul>
 <li>Utilized viral meme templates and engaging content to enhance the campaign’s reach and impact.</li>
 <li>Encouraged users to share their thoughts, reviews, and favorite moments from the show using the campaign hashtag.</li>
 </ul>
 </li>
 <li>
 Performance Highlighting:
 <ul>
 <li>Focused on showcasing the standout performances of cast members including Mouni Roy, Tahir Raj Bhasin, Anjum Sharma, Anupriya Goenka, Harleen Sethi, and Mehreen Pirzada.</li>
 <li>Created content that emphasized their individual contributions to the show and their overall impact.</li>
 </ul>
 </li>
 <li>
 Engagement and Monitoring:
 <ul>
 <li>Monitored campaign performance in real-time to track reach, engagement, and trending status.</li>
 <li>Adjusted strategies as needed based on audience feedback and campaign performance.</li>
 </ul>
 </li>
</ol>

Through these efforts, the Twitter X Sultan of Delhi campaign successfully achieved significant reach and engagement, trending for 4 hours and generating widespread conversation about the show. The use of influencers, trending hashtags, and viral content played a crucial role in creating a buzz and driving audience interest.

Twitter X Sultan of Delhi on Hotstar

Introduction:
In recent times of technological advancements and viewing experiences, Hotstar introduced an innovative approach to online streaming of cricket matches using on-field cameras integrated into the app. This provided a unique on-ground experience for audiences sitting comfortably at home. Leveraging the craze for cricket among Indians, this strategy aimed to enhance the viewing experience through new-age in-app features.

Objective:
The primary objectives of the campaign were to:
<ul>
 <li>Spread the word about the Cricket World Cup streaming for free on X (formerly Twitter).</li>
 <li>Provide an ultimate on-ground experience for viewers at home using the in-app features.</li>
</ul>

Results:
<ul>
 <li>Expected Reach: 12M+</li>
 <li>Achieved Reach: 40M+</li>
 <li>Tweets: 600+</li>
</ul>

Execution:
The campaign was executed through a well-planned strategy involving several key steps:
<ol>
 <li>
 Tagline and Hashtag:
 <ul>
 <li>Launched the campaign with the tagline #MaxViewOnHotstar to emphasize maximum viewership support on the Hotstar platform.</li>
 <li>Tweets carried information about the various exclusive features available in the app for viewers.</li>
 </ul>
 </li>
 <li>
 Promoting Free Streaming:
 <ul>
 <li>Communicated the message that the Cricket World Cup 2023 would be streamed on the app for free.</li>
 <li>Spread this information across social media platforms to maximize reach and engagement.</li>
 </ul>
 </li>
 <li>
 Influencer and Celebrity Engagement:
 <ul>
 <li>Engaged former cricketers, cricket strategists, influencers, and various users to participate in the campaign.</li>
 <li>Leveraged their reach and influence to spread the message and drive engagement.</li>
 </ul>
 </li>
 <li>
 Interactive and Informative Tweets:
 <ul>
 <li>Created interactive and informative tweets highlighting the unique in-app features and the free streaming offer.</li>
 <li>Encouraged social media users to share their experiences and excitement using the hashtag #MaxViewOnHotstar.</li>
 </ul>
 </li>
</ol>

Performance Monitoring:
<ul>
 <li>Continuously monitored the campaign's performance on X (formerly Twitter).</li>
 <li>Tracked metrics such as reach, engagement, and the number of tweets to measure success and make necessary adjustments.</li>
</ul>

Through these efforts, the Twitter X MaxViewOnHotstar campaign successfully achieved a reach of over 40 million, far exceeding the expected reach of 12 million. The strategic use of influencers, interactive content, and targeted social media promotion played a crucial role in driving engagement and enhancing the viewing experience for cricket fans.

Twitter X MaxView On Hotstar

Introduction:
In recent times of technological advancements and viewing experiences, Hotstar came up with a brilliant plan of online streaming of the cricket matches using the on-field cameras incorporated into the app to provide a unique on-ground experience to the audiences sitting comfortably in their homes. The craze of Indians for the game of cricket, coupled with new age in-app experiences, is unique and exciting.

Objective:
The strategy was to spread the word about the Cricket World Cup streaming for free on X (formerly Twitter) and provide an ultimate on-ground experience at the comfort of the audience's own homes.

Results:
&bull; Expected Reach: 12M+ &bull; Achieved Reach: 40M+ &bull; Tweets: 600+

Execution:
The execution of the campaign started with an X (Twitter) tagline #MaxViewOnHotstar to highlight the maximum viewership support on the Hotstar platform. Tweets carried information about the various inbuilt exclusive features on the app for its viewers. The communication spread across the social media platform focused on the Cricket World Cup 2023 being streamed for free on the app. The social media users included former cricketers, cricket strategists, influencers, and various other users.